Services Market Research Articles

AI in customer feedback integration: A data-driven framework for enhancing business strategy

The integration of artificial intelligence (AI) into customer feedback systems has emerged as a transformative approach for businesses seeking to enhance their strategies and maintain a competitive edge. This review presents a data-driven framework that leverages AI to analyze, interpret, and act upon customer feedback, providing actionable insights for business decision-making. AI techniques such as natural language processing (NLP), machine learning (ML), and sentiment analysis allow companies to automate the feedback collection process and analyze vast amounts of data from diverse sources, including surveys, reviews, social media, and customer support interactions. The proposed framework facilitates real-time feedback analysis, enabling businesses to identify trends, customer preferences, and potential pain points more efficiently. By integrating AI with existing customer relationship management (CRM) systems, businesses can automate the categorization and prioritization of feedback, allowing for timely responses and more effective problem-solving. Furthermore, predictive analytics tools within the framework can forecast customer needs, allowing businesses to tailor products and services to meet evolving expectations. This framework also supports continuous improvement by enabling businesses to track the impact of changes implemented based on customer feedback. Additionally, AI’s ability to personalize the customer experience by recognizing patterns and individual preferences plays a crucial role in increasing customer satisfaction and loyalty. The data-driven insights generated through AI integration can guide businesses in refining their marketing, product development, and customer service strategies, leading to improved operational efficiency and better alignment with customer expectations. In conclusion, the integration of AI into customer feedback mechanisms represents a significant advancement for data-driven business strategy development. This framework not only enhances feedback accuracy and speed but also empowers businesses to deliver more personalized and customer-centric solutions.

Customer journey mapping framework for SMES: Enhancing customer satisfaction and business growth

Customer journey mapping (CJM) is an essential tool for small and medium-sized enterprises (SMEs) to understand and optimize their interactions with customers, thereby driving satisfaction and business growth. This review outlines a customer journey mapping framework designed specifically for SMEs, aiming to enhance customer experiences through a structured approach to identifying key touchpoints, pain points, and opportunities for improvement across the customer lifecycle. The proposed framework involves systematically mapping out every stage of the customer journey, from initial awareness to post-purchase interactions, highlighting moments that significantly impact customer satisfaction. By leveraging customer data, feedback, and analytics, SMEs can gain valuable insights into customer behavior, motivations, and preferences. This framework emphasizes the importance of personalization, using data to tailor the customer experience and foster deeper connections. Additionally, the framework integrates feedback loops, allowing SMEs to continuously gather and analyze real-time customer data. This iterative process helps businesses to proactively identify emerging trends, address customer concerns, and adapt to evolving market demands. By aligning customer needs with business objectives, SMEs can create more targeted marketing campaigns, improve product or service offerings, and enhance customer retention strategies. The implementation of this customer journey mapping framework can lead to several key benefits for SMEs, including improved customer satisfaction, increased brand loyalty, and greater operational efficiency. It also enables SMEs to compete more effectively in their markets by delivering personalized and seamless customer experiences. The framework supports scalability, allowing SMEs to refine their customer engagement strategies as their businesses grow. In conclusion, the customer journey mapping framework serves as a critical tool for SMEs looking to enhance customer satisfaction and drive sustainable business growth. By focusing on data-driven insights and continuous improvement, SMEs can deliver more value to customers, strengthen brand loyalty, and achieve long-term success.

A strategic IT policy implementation model for enhancing customer satisfaction in digital markets

In the increasingly competitive landscape of digital markets, customer satisfaction is paramount for sustained business success. This paper proposes a Strategic IT Policy Implementation Model aimed at enhancing customer satisfaction by aligning IT policy development with customer-centric strategies. The model serves as a framework that integrates technological advancements with customer expectations, ensuring that IT policies effectively support business objectives and improve operational reliability. The proposed model emphasizes a holistic approach to IT policy formulation, incorporating stakeholder input, market analysis, and performance metrics. It identifies key areas where IT policies can directly influence customer experiences, including data management, service delivery, and communication channels. By focusing on these elements, organizations can develop IT policies that not only comply with regulatory standards but also enhance user engagement and satisfaction. Central to the model is the concept of continuous feedback loops, which facilitate the ongoing evaluation and refinement of IT policies based on customer insights. This adaptive mechanism enables businesses to remain responsive to changing customer needs and technological advancements, fostering a culture of innovation and customer-centricity. Moreover, the model advocates for cross-departmental collaboration, ensuring that IT policies are harmonized with marketing, sales, and customer service strategies. Implementation of the model is illustrated through case studies of leading technology firms that have successfully aligned their IT policies with customer-centric approaches. These examples highlight the tangible benefits of improved customer satisfaction, increased loyalty, and enhanced operational reliability. Furthermore, the model addresses common challenges faced during implementation, such as resistance to change and resource constraints, offering practical solutions to overcome these obstacles. In conclusion, the Strategic IT Policy Implementation Model provides a structured approach for organizations aiming to enhance customer satisfaction in digital markets. By aligning IT policies with customer-centric strategies, businesses can achieve greater operational efficiency and foster long-term relationships with their customers.

3.G. Scientific session: Making WHO European Region the Healthiest Online Environment for children: Restrict harmful marketing

Abstract Children spend a significant amount of their time daily on digital devices using online services. While this can bring many advantages and benefits, it also entails dangers if not the online environment is not effectively regulated. Exposure to marketing of harmful products and services, particularly towards children, remains a pervasive challenge, despite the extensive evidence base documenting its negative impacts. This session will give an overview of integrating behavioural sciences with public health which suggested promising avenues for addressing the complexities of harmful digital marketing to children. Additionally, current tools developed by WHO Regional Office for Europe and Joint Actions, which Member States can use to address novel challenges like brand marketing will be presented. The tools help to map, monitor and regulate the digital marketing exposure of unhealthy foods and brands to children in their country. One focus will be on the need to objective monitoring of marketing exposure to inform policies and ensure that they are fit for purpose. This is particularly challenging, as traditional monitoring tools struggle to keep up with automated, targeted and personalized advertisements. Due to the complexity to successfully restrict marketing exposure to children, strong collaborations are needed. Collaborative efforts of the Joint Action PreventNCD and the WHO Europe will be presented. Specific goals set by the Joint Action, as well as the importance of a sustainable approach will be highlighted. A discussion on the way forward will focus on how tangible impact can be created in the WHO European Region. Key messages • Need for effective tools to address novel challenges and successfully monitor and regulate harmful marketing to children. • Need for integration of behavioural science and strong collaborations to create real impact.

Get Peace of Mind with Do-It-Yourself Living Wills: The Digitalisation of Medical-Legal Practice and the New Post-Covid 19 Approach

“The automatisation of the core tasks performed by legal practitioners […] is an ongoing and open-ended process” (Schäfke-Zell & Asmussen, 2019, p. 65). “A host of innovative legal-tech companies have entered the market of legal service providers, presently challenging the lawyers’ monopoly over the practice of the law, and ultimately, altering the mode of production in the legal field” (Caserta, 2020, p. 1). Beginning with these assumptions, this study draws on ongoing research on healthcare powers of attorney, living wills, and advance directives (Giordano, 2019, 2021) and will explore the current radical changes and restructuring of modalities of production in medical-legal documents and in the delivery of legal services. The legal websites in the corpus under investigation provide guidance in creating a personal living will according to well-established legal procedures that are pursuant to the laws and regulations of a particular state or country. Living wills and advance directives are signed documents in which the declarants state whether or not they wish to be kept alive using artificial means in the event a doctor declares their death to be imminent. Doctors and medical practitioners are legally bound to follow these directives. Following the increased digitalization of the legal field, these documents are now frequently drafted and completed online, thus embracing the full potential of the new technologies available today. Both verbal and visual rhetoric (Murray, 2014; Sherwin, Feigenson, & Spiesel, 2005) will be investigated to ascertain whether and to what extent digital transformation is redefining the ways in which this legal service is offered, thus promoting greater understanding and wider knowledge of a controversial issue such as making decisions regarding one’s end of life and the choices available among various life-prolonging measures and treatments. The research aims to determine whether the new digital genres can help translate the specific constraints and demands of legal argumentation into new popular, cultural and technological discourse which better appeals to peoples’ emotions and values. The legal sector’s increasing use of digital forms and templates embellished with visual and multimedia content may at once have a commodifying and democratizing effect. Legal meanings and services in the new legal market (Schäfke-Zell & Asmussen, 2019, p. 66) might be better understood and internalized, thus reinforcing and disseminating the emerging vernacular of digital culture along with law, regulations and legal institutes and instruments, which would otherwise be difficult for a layperson to comprehend or accept (Anesa, 2016; Calsamiglia, 2003; Calsamiglia & van Dijk, 2004). In addition to this process of democratization of new media, the Coronavirus pandemic also contributed to changing people’s approach to life (Garzone, 2023) and to living wills, triggered by an increased sense of precariousness of life and imminence of death. English-speaking countries, in particular, have seen a surge in people updating and altering advance directives as a result of the complications caused by the disease; different steps might be taken now, when current documents may be dangerously inadequate. The best ways to update existing texts to the new post-Covid 19 conditions therefore call for thorough investigation.

Impact of Brand Equity and Purchase Intention on Dietetics and Nutrition Consultation Service

The market value of a brand is reflected by brand equity. It signals consumers' recognition and preferability toward certain brands. In a highly competitive market, brand equity becomes crucial as it can lead to customer loyalty and product resilience. Strong brand equity helps a company to stand out among competitors and can significantly influence financial performance by driving higher sales volume and profitability. As more Malaysians shift their lifestyles and become more health-conscious after the COVID-19 pandemic, the demand in the healthcare market has expanded massively. By focusing on the healthcare market, especially on dietetics and nutrition consultation services, this paper seeks to evaluate how brand equity influences consumers’ intention in making purchases. Four dimensions of brand equity will be investigated, consisting of perceived quality, brand awareness, brand association and brand image. A total of 194 data were collected using the convenience sampling method in the Subang Jaya region, Malaysia. The findings of this study showed that perceived quality, brand awareness, and brand association have a positive significant impact on purchase intention for dietetics and nutrition consultation services while brand image was found to be insignificantly influencing purchase intention. This provides insight and implications for the dietetics and nutrition consultation services market and practitioners, especially in formulating their marketing strategies.

Research on Jiangxi Cultural Wisdom Tourism Industry Strategy Based on OHDSI General Data Model and Digital Art Empowerment

With the rapid development and wide application of a new round of information technologies, such as the global Internet of Things, the new generation of mobile Internet, cloud computing, etc., informatization has opened a new stage of smart tourism (ST), and ST has become the main trend of tourism development in China at present and for a long time to come. Tourism industry has become one of the important pillar industries in Jiangxi, and it plays an increasingly prominent role in stimulating and supporting economic and social development. Wisdom tourism is an important means to improve tourism service, tourism management and tourism marketing, and an important starting point to promote the upgrading of tourism industry in Jiangxi Province, and to achieve carry-over and leapfrog development and overtaking at corners. This paper is constantly improving and updating on the basis of data warehouse integration mechanism. Under the data warehouse mechanism, through the effective integration of spatial data, virtual reality data and dynamic data, a comprehensive data warehouse oriented to tourism promotion, scenic spot management and department management is formed. It aims to promote the rapid implementation of ST, bring tourists a comfortable tourism experience, save costs and improve efficiency for tourism service providers.

An Analysis of Tesla's Disruptive Innovation Strategy

With the rapid development of new energy vehicles, governments and automobile manufacturers are generally aware that environmental protection is an important direction for the development of the future automotive industry, and Tesla, as a representative of the global new energy electric vehicles, has great research significance. In the fierce environment of the automobile market, Tesla has won the leadership position with many innovations. Therefore, the company is considered a disruptive innovation by the public. This paper focuses on whether Teslas innovation is disruptive innovation, and studies Teslas disruptive innovation strategy through literature reading and qualitative analysis. This paper discusses the definition of disruptive innovation, Teslas current innovation status and explores the difference between it and incremental innovation. This paper draws the conclusion that Tesla is a disruptive innovation by considering whether it creates a value network as a breakthrough point. Finally, the paper puts forward some suggestions, including extending the product line, adjusting its price to maintain its competitive advantage and innovation, adjusting the channel level based on local markets, provide more extreme and detailed experiential marketing and after-sales service, so as to promote Tesla's sustainable innovation.

Current Situation of Digital Inclusive Finance in China

Inclusive finance is not only an innovation in financial service concepts but also an institutional arrangement to address the imbalance in social and economic development. Therefore, it is particularly necessary to study the current development status, development level, and challenges of inclusive finance and to conduct research on these issues. Overall, inclusive finance has demonstrated a positive momentum of development, but improvements are still needed in terms of market players, products and services, and the external ecosystem. China’s inclusive finance is still in its infancy, making it essential to accelerate its development and promote inclusive finance in the country.

The impact of strategic orientations on service innovation: The moderating effect of technological capabilities

This study investigates the relationship between strategic orientations and innovation within the Sudanese service sector: hospitality, postal, bank, education, communication, and insurance spheres. Drawing upon the resource-based view, the paper examines the influence of market, service, and learning orientations on both incremental and radical innovation. Moreover, the study explores the moderating role of technological capabilities in this relationship. A quantitative research design was employed, utilizing a convenience sample of 160 managers from various service sub-sectors in Sudan. Empirical findings reveal that market orientation, service orientation, and learning orientation have a significant effect on incremental innovation (estimates = 0.164, p = 0.00; estimates = .177, p = .014). In addition, market and service orientations demonstrate a significant relationship with technological capabilities (estimates = 0.612, p = 0.00; estimates = –.376, p = .018). Further, incremental innovation and radical innovation significantly correlated with technological capabilities (estimates = .131, p = 0.00; estimates = .365, p = 0.00), while service orientation and learning orientation do not have a significant correlation with radical innovation (estimates = .153, p =.129; estimates = .061, p = .491). Learning orientation does not have a significant correlation with technological capabilities (estimates = .168, p > .228). Furthermore, results indicate that technological capabilities do not moderate the relationship between strategic orientation and service innovation.

Requirements to the position of a financial manager in a modern commercial organization

The article is devoted to the study and identification of new competencies for the position of a financial manager, which an employee in a modern commercial organization must have, as well as the analysis of the requirements that companies impose on financial managers. It considers the role and features of the position of a financial manager in a commercial organization, determines his plays in the job hierarchy of the company. Particular attention is paid to the influence of digitalization and technologies based on artificial intelligence on the work of financial managers in a commercial organization. The article uses such research methods as analysis, synthesis, modeling, observation and comparison, as well as methods of data processing and interpretation. The relevance of the work lies in increasing the interest of financial managers in digital technologies and ways to increase the company’s profits thanks to modern tools. Scientific novelty of the study consists of identifying the relationship between the degree of use of mechanisms based on artificial intelligence in the work of a financial manager with the effectiveness of his activities. The work provides recommendations for changing the professional competencies for a candidate for the position of financial manager in a modern commercial organization. The scientific study was conducted in relation to large companies in various industries and based on analysis of the labor market and job search services.

THE CORRELATION BETWEEN INTERNAL AND EXTERNAL CUSTOMER SATISFACTION AS A TOOL FOR ACTIVATING SERVICE MARKETING IN SMALL AND MEDIUM ENTERPRISES

Purpose: This research paper seeks to determine the relationship between internal and external customer satisfaction in order to activate the marketing of tourism services for Algerian small and medium enterprises by practicing internal marketing. Methodology: In order to answer the raised questions and test the validity of the hypotheses, and after reviewing previous studies, the descriptive analytical approach was relied upon, as this approach is one of the forms of scientific description and interpretation organized to describe the variable under study, depict it quantitatively, and analyze it. To extract the results, one of the methods of this approach was relied upon, which is the field survey by investigating the opinions of employees of the Algerian small and medium tourism enterprises under study on the impact of internal marketing on achieving internal and external customer satisfaction; to obtain data and information that help in coming up with results to provide suggestions and recommendations. The researchers used the questionnaire in this. The study community was selected, which was all small and medium tourism enterprises (agencies, hotels, airports, ...) operating in the Algerian tourism sector. Based on the study community, a random sample of 20 tourism enterprises operating in various parts of the country was selected. The sampling unit (items) was represented by the employees of the institutions under study. 140 questionnaires were distributed, 126 of which were returned, thus the return rate was 90%. Therefore, the study sample is 20 small and medium enterprises represented by 126 individuals. Results: The study concluded that there is a role for internal marketing procedures in achieving internal customer satisfaction, and that there is a role for internal customer satisfaction in achieving external customer satisfaction.. Practical Implications: The practical implications of the research were to recommend the need to expand the interest of Algerian small and medium enterprises in internal marketing, due to its major role in improving the organizational climate and achieving both job satisfaction and external customer satisfaction. Originality/Value: This study contributes to the growing body of knowledge on the concept of internal marketing application in SMEs as a necessity to achieve internal and external customer satisfaction, and can contribute something new to both practitioners as the study provides actionable insights for developing policies for these organizations.

Challenges in the Consumer‐Side of the Energy Transition

AbstractThe decarbonisation of the Australian economy relies on the transition of the electricity grid from fossil fuel to renewable sources. In this paper, we briefly summarise the logic behind the design of the National Electricity Market, the market servicing 88% of the Australian population. We then explore the challenges facing the National Electricity Market during its transition and emphasise key proposals aimed at reforming the consumer, or demand‐side, of the market. We highlight four challenges ‐ whether consumers will be active, whether retail markets can deliver contracts that facilitate efficient transition, whether the wholesale market will operate effectively and whether regulatory barriers can be quickly addressed.

Impact of Marketing Strategies on Strengthening the Image of Public Universities in Ecuador

This article analyzes how marketing strategies impact the strengthening of public universities' images in Ecuador. In a systematic literature review, it shows that the main problems affecting institutional reputation are found in the lack of qualified personnel in their communication departments, as well as administrative management deficiencies. Then, it introduces some of the emerging relational tools, like artificial intelligence and neuromarketing, whose effectiveness has been already tested with a view to improving institutional perception. The competitiveness theory will provide insights for understanding how universities can acquire differential advantages within an increasingly globalized and competitive market for educational services. It follows that effective marketing strategies, digital marketing, and personalized contents help in increasing visibility, thereby attracting more students and enabling international collaborations. The article concluded that what public universities need to do is integrate such strategies coherently with their institutional objectives for effective positioning and improved public perception.

Analysis of the spatial characteristics and driving forces of underground consumer service space in Chinese megacities based on multi-source data

Underground consumer service spaces (UCSS) offer new solutions for urban residents’ daily needs, but existing studies on their distribution and driving forces are often fragmented and overshadowed by research on other underground spaces, lacking targeted analysis. This study examines UCSS in the central urban areas of seven representative Chinese megacities. Using spatial analysis methods like kernel density estimation, multi-distance spatial clustering, and geographical detectors, the spatial characteristics and driving forces of UCSS are analyzed alongside aboveground consumer service spaces (ACSS). Results show that both ACSS and UCSS exhibit multi-centered, concentric spatial patterns, though UCSS demonstrates higher spatial aggregation. Unlike other underground public spaces (UPS), UCSS relies more on service industry agglomeration and market factors, while other UPS are more influenced by surrounding development intensity. UCSS follows the core principles of central place theory but deviates from the market-driven patterns typical of ACSS. Socioeconomic conditions and transportation infrastructure form the foundational basis for UCSS distribution, while service industry agglomeration, market dependence, and land development intensity exert more direct influence. The commercial atmosphere and existing underground space development play critical roles in UCSS distribution. Two key spatial scales for understanding UCSS distribution are the strong influence zones of shopping malls and metro stations, and high-density urban areas.

Improving Productivity and Reducing Costs in an IT Service Provider: Applying the Lean Six Sigma Methodology

Objective: to present the use of the Six Sigma framework as a framework for IT Governance, in a multinational company that operates in the market of IT outsourcing services, with a view to assisting in the improvement of productivity, in its consequent significant reduction of costs and a better operational performance in the processes of the company providing outsourced IT services. Theoretical Framework: The study addresses concepts of the Lean philosophy, as well as the Six Sigma framework and the marriage of Lean and Six Sigma as a way to obtain advantages from the application of its methods, meeting the needs of the organization. Method: In this study, quantitative and qualitative methods were used from a descriptive research. A literature review and associated issues were carried out and a case study was applied from the results obtained through a project in a large multinational company that provides IT outsourcing services. Outcome and Discussion: The combination of Six Sigma with the business process offered the company an opportunity for cost reduction and improved its competitive advantage in an increasingly competitive and quality-driven market. Regarding the implementation of the incident governance process, a reduction of 24% was obtained; Regarding actions to reduce the number of overtime, a reduction of 40% was obtained. A total monthly reduction of US$ 5,589 was obtained and annually the reduction amount plus benefits reached US$ 67,068. Research Implications: Research contributes to the improvement of quality and significant cost reduction with the application of the Six Sigma framework, properly tested and demonstrated in an organization. Originality/Value: This study contributes to the literature by using the Six Sigma framework as a framework for IT Governance in order to help improve productivity with consequent significant cost reduction and better operational performance in the processes of an outsourced IT service provider. The relevance and value of this research are evidenced by the demonstration of the benefits obtained in the environment of the company under analysis.

MARKETING FACTORS OF COMPETITIVENESS MEDITERRANEAN MARKET OF TOURIST SERVICES

The article analyzes the system of marketing factors of the competitiveness of the Mediterranean leisure industry since the promotion of tourist services today becomes impossible without the use of modern technologies. It is noted that the digitalization of marketing communications allows for the formation of unique competitive advantages of the Mediterranean tourism industry through the use of an integrated approach to the most effective combination of classical marketing provisions and the potential of modern technologies in the competitive environment of the tourism industry. Classical marketing techniques and digital technologies offer enormous potential for maximizing tourism revenues, increasing tourism demand, improving the quality of supply and facilitating communication. The influence of marketing elements on the competitiveness of the tourism industry of the Mediterranean countries is evaluated. It has been proven that this influence is uneven and differs according to the destination and the stage of creation and provision and implementation of the tour service. This influence is observed most in the sphere of pricing in Spain and least - in the sphere of tourism product promotion in such European countries as Albania and African countries - Morocco, Algeria and Tunisia. Directions for the analysis of the competitiveness of destinations in the Mediterranean region are proposed, which can be carried out according to different criteria and through different perspectives, such as: customer expectations, tourist satisfaction and service value, tourist and destination motivations, branding, destination attractiveness, destination sustainability and destination value. It is emphasized that, in contrast to classical marketing, modified tourism marketing was formed as a mix that includes seven elements: tourism product, tourism product pricing, distribution of tourism services, tourism promotion, human potential, service provision process and customer service, and which to varying degrees provide competitive advantages of the countries of the Mediterranean basin. It is shown that the competitiveness of the Mediterranean tourism industry has a double structure. Its first element is the process of positioning tourist products on the market of leisure services, the second is the efficiency of the operational activities of tour operators. It has been confirmed that the drivers of the main changes in the market of tourist services of the Mediterranean that have occurred recently are the intensive introduction of information technologies in marketing activities, where the main trends in the development of the leisure industry have become the globalization of the tourist business and the dominance of Internet technologies in the system of promoting tourist services.

Interactive Marketing Measurement According To Sustainable Competitive Advantage Goals: A Scale Development

Purpose: The objective of this study is to create an interactive marketing model that aligns with the commercial development strategies of mobile phone operators in Iraq. Theoretical framework: Recent literature has reported good results on the new design of the interactive marketing model that is compatible with the development of work in the Iraqi mobile phone companies in the research sample. Design/methodology/approach: Mobile phone companies in Iraq (Asia Cell, Zain, Korek) were chosen as a field for the application, and a purposive research sample consisting of (35) people was chosen from the human resources of the aforementioned companies. Questions prepared for this purpose were adopted as a tool for obtaining data, while the (Atlas-ti) program was used. Statistician in entering and analyzing research data. Findings: The volume of research has been increasing over the past 20 years, although there are only a few reference authors, institutions and journals contributing to the unification of topics. The researchers were able to design an interactive marketing model that simulates the environment and reality of mobile phone companies in Iraq. Research, Practical & Social implications: We suggest a future research agenda by highlighting the contributions made to designing marketing models to suit the environment in which companies of various types operate. Originality/value: Originality/value: The results indicated a proposal for a new interactive marketing model through which we hope to contribute to adding marketing services to companies operating in the Iraqi telecommunications sector.

DIGITAL TRANSFORMATION AND DATA PROTECTION

In today’s interconnected world, t he incorporation of digital technology across all areas of an organization is the key focus of digital transformation, a strategic business initiative. It involves the assessment and modernization of an organization's processes, products, operations, and technology stack to facilitate ongoing, rapid, customer-driven innovation. Digital transformation goes beyond traditional functions such as sales, marketing, and customer service, centering instead on rethinking and engaging with customers. Moving from paper to spreadsheets to intelligent applications for business management presents an opportunity to rethink how we conduct business and interact with our customers, leveraging digital technology in the process. similarly cybersecurity and data privacy have become critical concerns for businesses of all sizes. This paper explores the role of Digital transformation and the evolving landscapes of cyber threats and the importance of robust cybersecurity measures in safeguarding sensitive business information. It examines the various types of cyberattacks, including malware, phishing, and ransomware, that can compromise business operations and erode consumer trust. Additionally, the paper highlights the significance of data privacy in maintaining compliance with regulations such as GDPR and CCPA, and in protecting the personal information of customers and employees.

Investigating the influence of perceived humanization of service encounters on value creation of chatbot-assisted services

PurposeWhile prior research has examined customer acceptance of humanized chatbots, the mechanisms through which they influence customer value creation remain unclear. This study aims to investigate the emerging concept of Perceived Humanization (PH), examining how hedonic motivation, social influence and anthropomorphism influence value creation through the serial mediation of PH and trust. The moderating roles of rapport and social presence are also explored.Design/methodology/approachBased on data from an online survey involving 257 respondents, this study employs Partial Least Squares Structural Equation Modeling utilizing SmartPLS3 software.FindingsHedonic motivation leads to value creation via two routes: PH and affective trust; and PH and cognitive trust. Social influence and anthropomorphism also positively impact value creation through similar pathways. Rapport moderates the impact of social influence on PH, while social presence moderates the relationship between PH and both affective and cognitive trust. A cross-cultural analysis of China, India and New Zealand highlights varying cultural dimensions influencing PH and its effects on value creation.Practical implicationsFor practitioners in the tourism industry, the findings highlight the strategic importance of enhancing PH in chatbot interactions. By understanding and optimizing these elements, businesses can significantly improve their customer value-creation process.Originality/valueThis study contributes to the service marketing literature by generating a comprehensive framework for the comprehension and application of PH. Its cross-cultural perspective provides rich insights, offering valuable information for service marketers aiming to thrive in the dynamic and competitive tourism industry.